1. 0 Let’s Hear It For The Brand: Attribution Management Wednesday, August 25- 1 PM EDT Moderator: Adam Goldberg, ClearSaleing Speaker: Danielle Smith, Range Online Media Name Date

2. 1 Clear’-Sale’ing (klir sāl ing) n. 1. an advertising analytics technology company built on attribution management 2. the process of ensuring financial accountability through attribution management v. 1. continually improving the profitability of online advertising campaigns

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4. 3 About Range Online Media - Integrated, Strategic & Interactive Marketing “our agency counts more clients on the 2010 Internet Retailer Top 500 list than any other agency.” “… the highest average agency customer satisfaction rating in the Jupiter Research Search Engine Marketing Agency Constellation Report for the 4th consecutive year.” Named by Inc. Magazine to the Inc. 5,000 list of fastest growing private companies in America. Paid Search Feeds Display Media Social Media SEO Conversion Optimization

5. Danielle Smith, Range Online Media As the head of the Strategy and Client Development Team at Range Online Media, Danielle combines her expertise in third-party research tools with brand experience to provide current and potential clients with actionable data and campaign– planning assistance. She is committed to keeping companies ahead of the curve, bringing them the latest in emerging technologies, international market opportunities and “next big thing” ideas. She is well-versed in vendor and client relations, with a focus on attribution, analytics, directional analysis and tactical campaign implementation. A graduate of University of Texas Arlington, Smith has worked at Range Online Media since its inception primarily as a senior account leader, directing campaigns for luxury clients, in addition to several clients in other verticals, including Reliant Energy, Burberry, Cole Haan and Sundance Channel. Smith has been quoted in leading industry publications such as DMNews and is a contributor to Media Post’s OMMA Magazine. She has also spoken at Luxury Interactive NY, Luxury Interactive UK and TravelCom.

6. Polling Question 1 What is your current level of attribution reporting? Very sophisticated. We look at multiple channels & touch points. More advanced than most but still have a lot to learn. Just starting out. It’s pretty new to us. We don’t look at attribution data

7. The Beginning

9. Display

10. SEO

11. Email

12. Social

13. Affiliates

14. Direct

18. Attribute the credit systemically

21. Data would only show certain channels based on system redirects

23. Able to track 2 channels & 10 touch points

24. Found a 15% overlap in revenue attributed

25. Proved the need for deeper understanding of overlapThe Great Debate

27. Easy to implement with strong customer support

28. Flexible in its attribution models and accommodates multiple views

31. Toggle between last click and other models

34. Attribution Behind the Scenes

36. Identify search introducers, influences & closers

37. Hit early to grow sov for given term set

38. Assign bid tiers based on touch points56% Number of non brand terms that were introducers 94% Sales up YoY 62% Search influence on total transactions*

40. On last click model, affiliate was converting at over 10%!

41. Affiliate was only ‘introducing’ the transaction 2% of the time

43. Layer in segmentation (acquisition, LTV)

45. Define rigid methodology for impression based credit

46. Avoid over-compensation and reinvest in appropriate channel127% Display’s CPO vs. other channels 48 Hours Impression must be served to get credit 3 days Number of Days involved in path

47. A Parting Gift

49. Creative scheduling

51. 28 Adam S. Goldberg Chief Innovation Officer P:614.448.2688 x902 E:adam.goldberg@clearsaleing.com

52. Danielle Smith danielle@rangeonlinemedia.com 817.625.4157 29